Author: mxmadmin

  • 9X Media strengthens adsales team

    By Our Staff

     

    Music network 9X Media Pvt. Ltd has announced the elevation of Deepali Oroskar and Nihal Ghosh to Senior Vice President of Ad Sales. They will report to Punit Pandey  Chief Business Officer, 9X Media.

     

    Commenting on this development  Pandey said: “Deepali and Nihal have both been with the organisation for over a decade and have consistently proven their mettle. They have lead the ad sales teams to achieve better revenue targets and have performed extremely well. In their new roles, I am confident that they will achieve much success, steering the Network towards the next phase of growth.”

     

  • Pepper Interactive bags Switch Wellness mandate

    By Our Staff

     

    Pepper Interactive Communications has been awarded the communications mandate of Switch Wellness, a holistic wellness and health lifestyle brand. Pepper will strategise and execute brand awareness, customer outreach and engagement, and digital outreach for the brand.

     

    Commenting on the partnership, Arnav Kumar, Managing Director – Daivik Life LLP, said: Pepper has done some great work in the health and fitness segment, and we wanted to replicate the same results for our brand. Pepper shares our vision for the company, making them the right fit for us. We look forward to working with them not just as a communications agency, but a partner for our strategic communications.”

     

    Added Amulya Nagaraj, Executive Director, Pepper Interactive Communications: “We are pleased to partner with Switch. The team is doing innovative work in the world of fitness and wellness. We are confident that we will be able to build impactful communications. We are excited to join in their journey to become one of the country’s leading premium fitness and wellness brands.”

     

  • The Pulitzer… so that we don’t forget this time last year

     

    By Ranjona Banerji
    Ranjona BanerjiThis year’s Pulitzer Prize for Feature Photography went to the Reuters team in India – Adnan Abidi, Sanna Irshad Mattoo, Amit Dave and the late Danish Siddique – “For images of Covid’s toll in India that balanced intimacy and devastation, while offering viewers a heightened sense of place.”

    https://www.pulitzer.org/prize-winners-by-year

    https://www.reuters.com/news/picture/harrowing-photos-from-inside-indias-covi-idUSRTXBZXMQ

    The photographs are moving and horrific. For the human cost and suffering. And because they reveal what government tries to hide.

    This award is also important because we forget so easily, especially us in the media. We forget that this time last year, we were losing count of our dead. From across the country, the most terrible stories emerged. Of undercounting, of bodies piling up, of mortuary, cremation and cemetery numbers not matching “official figures”, of mass graves and abandoned bodies, of desperate family members scrambling for oxygen and medicines…

    It was not so long ago.

    And yet, we have forgotten.

    And because of those convenient memory losses, we argue with the WHO over death figures. We – and this includes part of the media – sees the “excess death” count by the WHO as an assault on our image as a great nation.

    This opinion piece from The Telegraph puts government fiction against researcher fact:

    https://www.telegraphindia.com/india/indias-real-covid-death-toll-5-21-lakh-or-30-lakh/cid/1861341

     

    That huge numbers of people died from Covid-19, comorbidities, other illnesses and conditions neglected because of the pandemic are not assaults on our great nation’s image. Oh no. We are philosophical, we accept life and death, karma and dharma. But how dare anyone else point out that anyone died in India?

    This is our truth, repeated across the country last year, the year before and even to this day:
    https://www.deccanchronicle.com/nation/current-affairs/100522/data-on-covid-beds-unchanged-for-weeks.html

    That Covid-19 figures were under-reported is a reality. As were test results. In fact, here in Uttarakhand, The Times of India exposed how to ensure that the Kumbh Mela ran in spite of the pandemic, hundreds of thousands of RTPCR test results were forged. As it panned out, many attendees did get Covid and the Mela was truncated.

    Apart from a few mealymouthed opinion pieces on how India’s counting systems must improve, the Indian media has largely bought into the fake nationalistic government response to the WHO’s report.

    It shows not just bad journalism but an extreme insecurity about the reality around us and how people perceive us. The Pulitzer for Reuters has enraged our little “bhakts” the way that the Covid deaths did not. Of course, if you go through the Pulitzer list, several journalists have won awards across the world and hardly any for toeing government lines or pouring out endless praise. Normal journalism is adversarial, in a normal non-dictator world that is.

    This piece in The Wire reminds us of our failures during the second wave of the pandemic:

    One Year Since Delta Wave, Here Are 5 Truths the Govt Continues To Deny

    One might also recall that last July, after Dainik Bhaskar’s relentless reporting on fake Covid figures especially in Gujarat, and after its editor wrote a piece for The New York Times titled, “The Ganges is returning the dead”, the newspaper group was subjected to “raids” by the Income Tax department.

    Thus, the media is kept under control.

    The people who died are forgotten.

    India’s pride is not blighted by the large numbers of deaths.

    But only when you mention that a large number of people died.

    Heartiest congratulations to the Reuters team. To all journalists who fought against the tide to report on Covid in India.

    **

    And thank you to Pulitzer for a prize on a subject barely mentioned in the Indian media.

    Congratulations to Quanta Magazine and Natalie Wolchover for the “explanatory reporting” award: “For coverage that revealed the complexities of building the James Webb Space Telescope, designed to facilitate ground-breaking astronomical and cosmological research”.

    There’s still a story I’m waiting for on the LIGO facility in Maharashtra… Okay, forget it.

    Back to Modi rah rah rah, na?

    No one died. The government never lied.

     

    Ranjona Banerji is a senior journalist and commentator. She writes on MxMIndia on Tuesdays and Fridays. Her views here are personal

     

  • Sanya Malhotra to promote Shoppers Stop brands

    By Our Staff

     

    Shoppers Stop has roped in Sanya Malhotra as brand ambassador for select private brands to further emphasise on the continued focus on their private brands as an important strategic pillar.

     

    Speaking on the association, Venu Nair, Customer Care Associate, MD & CEO at Shoppers Stop said: “Private brands continue to be a strategic pillar for Shoppers Stop. We maintain significant emphasis on increasing our private brands share.  We are confident that having Sanya Malhotra for our private brands will help create a better resonance with our consumers. She beautifully fits in with the brand’s ethos and has a great persona to connect with the customers across geographies.”

     

  • Das ka Dum with Dr Bhaskar Das | Hardly anyone at Goafest was masked up. Ditto with various industry events in the past. Irresponsible? Or ‘to each her/his own’?

    Bhaskar DasThere were masks in the delegate kits and a large poster asking us to mask up, but a majority of the attendees at the event hadn’t put on any protective gear – mask or face shield. So we asked Dr Bhaskar Das in the May 11 edition of Das ka Dum. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar.

     

    Q. Hardly anyone at Goafest was masked up. Ditto with various industry events in the past. Irresponsible? Or ‘to each her/his own’?

     

    A. There is no doubt Covid cases are down significantly thanks to vaccination. Hence there may be some laxity amongst some people but the general consciousness about precautions against any sign of Covid-like symptoms have gone up significantly.We have to learn to live with various versions of the virus through strengthening individual immunities. In fact the more one gets exposed to a variety of workspaces, there may be a better chance of combating the virus. It’s not a doctor’s version but I am experiencing the same by getting more exposure outside and by working on reinforcing my immunity.

     

  • SGA wins Nazara Technologies mandate

    By Our Staff

     

    SGA Growth Advisors (SGA), has won the public relations and social media, mandate for Nazara Technologies  gaming and sports media platforms. Through strategic communications and ideation, SGA aims to integrate its public relations, investor relations, and social media communications.

     

    Commenting on this collaboration, Manish Agarwal, CEO of Nazara Technologies said: “We have an existing relationship with SGA for our investor relations and annual report consulting. The teams at SGA work very closely with us to translate our thoughts into building narratives. They also are young and agile, similar to our thought process and add new insights and perspective to the strategy. We have extended our partnership with SGA for PR and Social Media with an aim to have a common communication strategy across spectrums. Looking forward to working with the team.”

     

    Added Kevin Shah, Founder of Strategic Growth Advisors (SGA): “We are delighted to have Nazara Technologies on board for PR & Social Media. It is a testimony to our vision of offering complete communications’ solution to a company under one umbrella. Nazara Technologies, is a young unicorn and it is exciting to work in the new emerging spaces of technology and gaming. We believe, going forward having a single partner integrated throughout all aspects of communications will be an efficient solution for companies. We are committed to offer the best in quality services across practices.”

     

  • MMA India releases Modern Marketing Reckoner

    By Our Staff

     

    MMA along with GroupM has unveiled its Annual Report – Modern Marketing Reckoner 2022: Building Winning Marketing Organisations. It states that a 1% improvement in marketing capability fit for firms is associated with a 2.5% increase in sales growth recommending a structured methodology and framework that enable organisations to match capability fit to drive growth and performance.

     

    The MMA India report showcases ways to improve capability fit and brings forth an ecosystem POV to share key insights and expertise on building winning marketing organisations. A must attend and a must download toolkit to build winning marketing organisations.

     

    Commenting on the unveiling of the 2022 annual report, Moneka Khurana, Country Head and Board Member India, MMA India said: “The huge societal and behavioural changes in the last two years have forced marketers to learn how to put in place the technology, people, processes needed to better understand consumer needs and provide more authentic and immersive as well as relatable customer experiences. It has also accelerated the need for marketers to keep up to date with the emerging trends in marketing and find effective ways to leverage them. MMA is working towards shaping the future of modern marketing by enlightening, empowering, and enabling marketers with valuable insights and tools, and the Modern Marketing Reckoner – A tool kit to build winning marketing organizations is yet another key step in this direction”.

     

    Added Prasanth Kumar, CEO, GroupM South Asia & MMA India Co-chair: “The last two years have seen tectonic shifts in consumer behaviour, technology, and data. At GroupM, we aim to be at the forefront of these changes and help our clients navigate them. The Modern Marketing Reckoner 2022 is an initiative in that direction. This year’s report offers very helpful insights from industry and GroupM experts on how to build winning marketing organisations. The report showcases the modern marketing capability map which is a combination of customer value and organisational value and is a comprehensive guide that focuses on discovering growth, engaging with consumers, and making future centric and scalable organisation changes. I am certain that this playbook is going to play a vital role for marketers in the journey of building winning marketing organisations.”

     

    Key Highlights:

    • More than 50 expert POVs from experts across multiple domains as well as from GroupM thought leaders

    • 69% of consumers prefer using chat interfaces as they deliver real-time answers and personalisation. 82% of consumers claim that instant responses to their questions play a significant role in the buying process when contacting brands

    • There will be more than 40 million Connected TVs (CTVs) in Indian households by 2025. SVOD offerings such as Netflix, Disney+ Hotstar, and Amazon are hugely popular, together with YouTube, and Facebook accounts for 85% of the $1.4 bn in revenue made by online video in 2020

    • India is witnessing a positive response with creators’ reach being 2X over brand reach, and creator conversion rate nearly 3X that of brands

    • 312 million Indian consumers are expected to make a purchase online in 2022 (source: eMarketer, June 2021). This is a steep jump from 208 mn online buyers in 2019 (CAGR of ~15%). India e-com penetration is only 28.4% of the population and remains significantly behind most of the developed and developing markets

    • India is also a significant contributor to ad fraud in the world. A report by Techarc says that India accounts for one in 10 digital ad frauds globally

    • 4G dominated Indian subscriptions, accounting for 68% of all subscriptions. This is expected to change significantly by 2027, where 5G is estimated to reach 39% of subscriptions, but 4G will remain the dominant technology

    • As per ICUBE 2020 report, the number of active internet users is projected to reach 900 million+ in 2025

    • Smartphone users reached 503 million in 2021. Smartphone telecom subscriptions are expected to reach 810 million in 2021 from 760 million in 2020.

    • 71% of Indian organizations use a blend of first-party (1P) and third-party (3P) data for marketing

    • 74% of consumers believe that buying sustainable products shows others who I am and what they believe in

    • 77% are prepared to invest time and money to support companies that do good.

     

  • Applause reinforces leadership team

    By Our Staff

     

    Applause Entertainment, a venture of the Aditya Birla group, has announced key organisational realignments in its senior leadership team. To further expand its content ecosystem, the content studio strengthens its core team with newer roles and responsibilities. Deepak Segal (Head – Content) will now be leading charge across all Content Verticals as the Chief Creative Officer. Prasoon Garg (GM & Business Head), will now consolidate all Business, Commercial and Revenue functions under him as the Chief Business Officer.

     

    On these recent promotions, Sameer Nair, CEO, Applause Entertainment said: “Deepak, Prasoon, Priya and Devnidhi have been an integral part of Applause since its inception, sharing the same vision of growing and scaling the content business to greater heights. With newer roles at Business, Creative and Marketing, and with the support of a diverse team of colleagues who share a common passion for creative excellence, we look forward to expand our content hub & spoke model with ambitious, audacious and disruptive stories from all over the world.”

     

  • Deeds say a lot more than ads on Mother’s Day…

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaTechnology day, Valentine’s Day, Armed Forces Day, Day of the Underprivileged, Language Day, Mother’s Day, Father’s Day, Women’s Day and many more. There are too many special days. The brands keep trying to discover or create a higher-order purpose to engage the audience. Many of them are just lip service.

     

    As a brand and marketing consultant, I advise clients to comment on special days if they have done something substantial in that area. Otherwise, if they insist, just wishes would do.

     

    For some categories, these days are a perfect fit. The brands have to say or do something different. Find an unexploited nuance that they can associate and better are seen aligned to. This communication may be for a short duration, but the communication is serious. The efforts put into the communication are at par with any other communication. All aiming for digital preview and viral shareability on social media. Nothing wrong with it. Brands and their strategic creative associates are expected to do this.

     

    Mahindra: Acts mean a lot more than ads

    We have seen many Mothers’ Day communication without brand association or heavy brand plugins this year. Some work, some don’t. But the one that worked for me is significantly simpler. It is an act, not an ad. It is not merely words but deeds. And because of the way it has been done with subtle simplicity, it is far more authentic and emotional. That is Anand Mahindra’s tweet sharing the company fulfilling the promise of providing a new home to Idle Amma.

     

     

    ID: Overload Brand Integration

    Compare it to the heavily (not heavenly) emotional ad from ID full of product placement. At times intrusive product placement. The communication could have been equally or far more effective if the packs were not so forcefully integrated. They are still stuck with #KHANNAKAYA and in-the-face brand placement. But this time, the emotional content is high.

    Remember, when the message is completed in mind, it leaves a far more substantial impact- than when the brands try to spoon-feed their association. The thought is excellent, but the execution could have been far better.

     

     

    BANDHAN BANK: Mother – the biggest banking inspiration

    If you must integrate the product or the brand, it can be done subtly. Bandhan Bank has done this nicely and in a way that most households would relate to. It is lovely the way banking products are positioned and explained. A similar thought is voiced by Aavas Funanciers  but due to different visualisation and all centred within the classroom lacks lot more impact.

     

     

    PANASONIC: Good cause, weak brand link

    Meanwhile, Panasonic takes on a good cause- making Mother-care part of Childcare. And it should be – because healthier moms make healthier families. But the brand product and the thought seem too distant and unrelated. What’s happening here?

     

     

    DSM GROUP: Good connect, focussed approach

    DSM group operates in the area of animal and human  Nutrition and Health. It original name is Dutch State Mines, but now it would want DSM to read as Do Something Meaningful. They have been focused on Immunity development. Hence their communication in past has talked of #InvestInIron #InvestInYourImmunity and now again pushing #InvestInIron. The communication though created around #WorldAnaemiaDay (Nov 26) is relevant on Mother’s Day too. A case of clearly identified relevant purpose and objective under #ProjectStreeDhan

     

     

    PREGA NEWS: Connecting with imperfect mother

    Then there is Mankind Pharma which keeps surprising you with their communication. The brand in the past has demonstrated strong insight-oriented work with Women’s Day– so there is consistency in approach and tonality. This time, they do it brilliantly for Prega News  with #SheIsImperfectlyPerfect and something that will touch each mother. Why should perfection be demanded from every mother? Why the mother should always be under pressure to be perfect? Perfection is, in fact, a myth and imperfection a part of life.

     

     

    NET-NET

    And yes, if the brand really focuses on the special days, they can make an impact, thus creating or at least initiating a solid relationship with the audience. Yet, one has seen more ads than acts. The audience wants proof of preaching and questions the degree of involvement with the cause. Something that the brands must reconsider in the changing media and market scenario.

    In that space, the Cadbury dairy milk digital campaigns like the , promoting local businesses, and the recent IPL behind the scenes are far more effective and relevant. There is something for the other brands to learn.

     

     

    MOM of a different nature

    Meanwhile MOM ( Methods of Madness by Scarecrow M&C Saatchi) sends a heartfelt video message for sons and daughters of India’s creative families. If you have anything to do with creative communication, you must watch these sessions that MOM has carefully recorded for you.  You will get to hear Prashant Godbole, Agnello Dias, Bobby Pawar,  Kalpesh Patankar, Ashish Khazanchi, Sajan Raj Kurup, Arun Iyer, Emmanuel Upputuru, Josy Paul, Viral Pandya, Vikram Gaikwad And  Dave Dye, Definitely a motherly moment.

     

  • Value of OTC medicines in India: Havas Life Sorento & Oppi Study

    By Our Staff

     

    Havas Life Sorento, the health division agency of Havas Group India, recently commissioned a study, Value Of OTC in India, with the Organisation of Pharmaceutical Producers of India (OPPI).

     

    KG Ananthakrishnan
    KG Ananthakrishnan

    Citing the importance of such a study in India, KG Ananthakrishnan, Director General, OPPI, said: “In India, the need for a self-care policy needs to be a top priority. Self-medication has always been viewed as a convenient solution for the management of commonly occurring ailments, with minimal intervention from HCPs. Accessibility to regulated over-the-counter (OTC) medicines through the development of a robust policy will ease the current uncertainties. To give a deeper understanding of the synergy between self-medication and the health ecosystem in the country and to support regulators and policy makers in assessing the role of self-care in health systems, OPPI collaborated with Havas Life Sorento for the first of its kind study in India to determine the ‘Value of OTC in India’ and assess the role of self-care in health systems.”

     

    Rana Barua
    Rana Barua

    Added Rana Barua, Group CEO, Havas Group India: “At Havas Group India, we believe in making a Meaningful Difference to consumers lives through meaningful work, conversations and initiatives. The Value of OTC in India Study by Havas Life Sorento and OPPI is extremely unique considering that there is no such study that quantifies the economic benefits of self-medication in India. A whitepaper such as this can go a long way in reinforcing the need for self-care initiatives through meaningful dialogues with policy makers and other key stakeholders. Going forward, we plan to launch such relevant studies that will aid in assessing various healthcare related implications and making informed decisions.”

     

  • Otrivin nasal spray unveils new campaign

    By Our Staff

     

    Nasal decongestant spray brand Otrivin has launched a new campaign that highlights the impact of a blocked nose on everyday life moments. The campaign is a series of four films that emphasis on everyday struggles when breathing is impacted due to a blocked nose.

     

    Said Anurita Chopra, Marketing Head, GSK Consumer Healthcare: “A blocked nose may seem trivial, however, it not only impacts breathing but also the key moments in a consumer’s life. Otrivin’s purpose is to enable consumers to breathe their best and Otrivin Oxy Fast Relief provides a quick solution to unblock nose and therefore end the consumer’s discomfort. Through this campaign, Otrivin is trying to empathize with the consumer and urge them to opt for a fast relief solution from blocked nose. It is simple, effective and non-messy!”

     

    https://youtu.be/0fkNkX_WG1g

    https://youtu.be/NZy-kRKAY_w

  • Parle Magix rolls out new TVC

    By Our Staff

     

    Parle Magix cream biscuit brand from Parle Products has rolled out three TV commercials. The campaign has been created by Thought Blurb Communications.

     

    Said Mayank Shah, Senior Category Head, Parle Products: “A child’s imagination does not follow a pattern that is logical. They give a comical and bizarre twist to everyday situations that are often invisible to adults. This is the insight on which this campaign is built. It seeks to be relatable to a child and to entertain them.”,

     

    Added Vinod Kunj, Partner & CCO, thought blurb Communications: “The client’s brief was to establish a connection with children. So we decided not to tell them how good our product is, just tell them that their world is fantastic. The creative team took a hike into the world of children and came back with this really whacky campaign.”